Improving site usability is a key component to improving online customer experience. But it's hard to know the right balance between usability advancements and over the top bells and whistles. Ebusiness teams want to make smart investments in site redesigns and usability efforts and to do so they need a means to map their hypotheses and qualitative customer feedback to a clear quantitative understanding of the business impact of potential enhancements.
Challenges
- Usability improvements at most sites are primarily driven by opinion: few companies take a data driven approach.
- Approaches to understanding the online customer experience such as usability labs, although important, are limited to a small sample of test users.
- Other approaches to improving usability such as running tests of different versions of content or layout don't help in understanding why tests were successful or not and what can be done to further improve experience.
- There is no way to get a full view of the actual online experience of every customer to see their real challenges and understand how different solutions impact successful adoption.
The Solution
Tealeaf captures every online customer's interaction, every time, giving you unprecedented visibility into their experiences. You can now see your customers' behavior and have the tools to better analyze their motivations and movements for every site visit. Understanding "why" not only ensures that more transactions are successfully completed; it also enables you to be more proactive and intuitive in servicing your customers. Discover Tealeaf's Customer Experience Management solutions.
Key Benefits
- Improve conversion or adoption rates by removing the site obstacles that are preventing success.
- Increase customer satisfaction and retention by providing a better site experience for your customers.
- Be instantly notified to drops in site usability KPIs so you can take immediate action to remedy the problem.
- Make other methods for improving usability (usability labs and tests) more effective.
Customer Success – Art.com
Tealeaf provided Art.com with the visibility to quickly quantify the magnitude of a site usability problem and reprioritize site enhancements as a result. Art.com generates significant traffic via search engines. But because their inventory is incredibly dynamic, the company knew some customers must be getting an "out of stock" messages — they just had no idea how many. Only with Tealeaf did Art.com realize that 15,000 – 20,000 customers per day were seeing this unfriendly message. The company immediately focused on a redesign that would give customers a more positive and actionable screen that recommends alternative products even if the original product is currently unavailable. Read the full story.
